Case Study: Repositioning Sheridan College for Recruitment

Background & Challenge: 

Sheridan College needed a detailed understanding of enrolment trends in many of its programs, a clear understanding of its competitive strengths and weaknesses, and brand and marketing strategies to enhance recruitment.

Strategy: 

The Academica team, led by David Archbold, undertook a multi-phase year-long review starting with in-depth analysis of historical OCAS recruitment data, KPI trends, College Applicant Survey (CAS) results, and numerous key informant interviews with college administration and industry representatives. We identified current internal and external perceptions of the Sheridan Continuing Education sub-brand, and the overall parent brand, and developed a brand articulation strategy including value propositions and primary audience messaging for CE. The applicant research culminated in two online surveys: an Acceptance Declined Survey (ADS) to measure perceptions among those applicants who ultimately chose to enroll elsewhere, and a Did Not Apply survey (DNA) to survey prospective students interested in core programs, who did not in fact apply to Sheridan.

Insights: 

Academica’s research provided statistical, research-driven insights into Sheridan’s competitive attractiveness, program reputations and their effect on application trends. We made recommendations to fundamentally change Sheridan’s positioning and marketing strategy, which were accepted by senior administration and have been implemented by the College marketing department.

Raves: 

David Archbold and our research team have continued to work extensively with Sheridan College:

  • conducted a market analysis and developed a multi-year marketing plan for Sheridan’s joint venture with a UK-based university
  • developed a five-year comprehensive business plan for Sheridan’s School of Continuing Education
  • developed a marketing plan for Sheridan’s Advanced Manufacturing and Design Technologies Centre
  • conducted focus group and survey research with Sheridan students and faculty for special projects
  • researched student attitudes and engagement on behalf of the Sheridan Student Union.